Define: Keyword Matching

Keyword Matching: Yahoo! Search Marketing, Google Adwords and MSN AdCenter utilize a method of refining your keywords by defining a keyword match parameter. The three basic options available are, Exact Match, Broad Match, and Phrase Match.

Google Adwords also offers an additional option called expanded match. This type of keyword matching is automatically activated if a campaign manager chooses the default Broad Match keyword match.

Example:
Keyword Match settings:
Exact Match: [ppc management]
Phrase Match: "ppc management"
Broad Match/Expanded Match: ppc management



Related Links

Pay-for-Inclusion
Pay for Inclusion vs. Pay per Click
Pay-for-Placement
PPC Management



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